The Vanguard View: Insight for Association Websites

Having a great looking, functional website is one thing. (And an important thing). But the true test for an association is finding a way to not only get your members to visit your site, but to keep them engaged once they get there.

In a world where the Web can make you feel as vulnerable as it does powerful, your association's website copy – the words on the page – is gratefully something you can control with ease. So why is it that so many associations still have challenges creating Web pages that generate interest and engagement?

Timely. Relevant. Meaningful. Ideally, these terms should describe at least some of your association’s website content. And while we can all agree that these qualities are key, the real challenge is determining if your content is any of these things. And, if not, how do you make it so?

Here are 5 questions you should be asking of your content today to ensure your staff are not spinning their wheels publishing content that isn't working.

We’ve been building websites since 1998. We’ve been working with associations exclusively for over 10 years. I am personally in my 17th year of working with associations and their websites. Over nearly two decades, a lot has changed on the Internet. Advances in mobile, search, social media and online video are just a few of many improvements we’ve all enjoyed.

But no matter the year. No matter the latest and greatest new, new trend. There is one thing and one thing only that members of associations of all colors, stripes and sizes have complained about consistently.

As digital communications mature and competition on web and mobile increases, we see more personalized digital experiences—sites and apps that seem to know us and be able to deliver just what we want and need.

It could be argued that the content management system (CMS) is the most important element of your site.

Sure, having a credible and professional association website is paramount, too, but an efficient CMS is a bedrock upon which you can build stellar digital experiences. Unless your users get a consistent experience across sites, channels, and devices, any attempt to engage them will likely fail.